CDC Workshops Provide Practical Skills

Help organizations re-think the role of communication
"When we were suddenly confronted with demands for TV and radio interviews during the Child Trafficking case involving Benin, I quickly went back to my workshop notes to get organized and devise an emergency strategy" - Programme Coordinator UNICEF.

Focus on the practical problems faced by the participants, thanks to our comprehensive knowledge of the UN system

"With your deep understanding of the media/image/publicity/communications issues that UN agency heads are confronted with in a country setting, you were able to right away pinpoint the gaps and shortcomings we have in dealing with the media." - Senior Official, United Nations Development Programme, New York.

Help develop strategic communication thinking within organizations
"The training module offered by the Center for Development Communication responds to a need amongst development specialists to add strategic communications as a key tool for effective development management." - UN Resident Coordinator, Niamey, Niger.

Help build capacity in the United Nations system
"Through this workshop, you provided the newly appointed Resident Representatives of the United Nations Development Programme with the necessary practical tools to implement a communications strategy, to create and maintain positive relations with the media and to orchestrate successful media coverage." - UN Resident Coordinator, Baghdad, Iraq.

The Center Can Help in the Following Areas:
Corporate Capabilities
Using a problem based interactive methodology the Center's media training facilitators' help participants focus on strategically interacting with the media to advocate and promote particular development issues and activities. At the same time, participants learn to tailor their messages to the specific needs of international and local media and the audiences they are trying to reach.

The center provides various kinds of media training and coaching for senior level staff both on an individual basis and in organized workshops. In order to give participants a realistic perspective, CDC's coaches include former and currently working journalists based in various capitals in the world.

Media Skills Training Objectives
To provide participants with:

• Confidence and control in front of cameras and microphones
  The ability to respond appropriately to various types of interviews
  Awareness of the various needs and requirements of journalists and media organizations in different parts of the world
  
• The ability to communicate purposefully and strategically so as to target a message and build credibility

  CDC provides tailored courses to help organizations better interact with the media. These usually include some individual coaching and message development which are important skills in dealing with the media. The learning sometimes included as a session or module in a longer course or as a stand alone. Training has recently been provided to the ILO in Geneva and the Human Development Report Office of the UNDP.

• Tailored Events
  CDC has had the privilege of working with major organizations to provide made to order learning events for both practitioners and decision makers. The following options are available: individual coaching for chief executives and heads of agencies. CDC has worked with more than a dozen Chief Executives in the United Nations System and in governments to provide individual coaching for media interviews. Clients have included the International Labor Organization in Geneva, the United Nations Secretariat in New York, and the Executive Privatization Commission in Jordan. It is usually scheduled as a half day session with a primary focus on the concerns of the CEO, and working to improve message content as well as delivery.

• Communication Skills for Diplomacy
  Diplomats require strong communication skills, as they often are called upon to represent their country's viewpoint in the local media, often as the result of a crisis. CDC has worked closely with the UN's International Training Centre, based in Turin, Italy to develop a two day training component for the Diplomatic Institute of the Italian Ministry of Foreign Affairs. The course is offered several times a year to diplomats that have qualified for the rank of counselor. CDC has offered this training since 1998. Courses are also offered through the ITC for diplomats from other countries, with funding from the United Nations.

• Strategic Communication Skills for Practitioners CDC has worked closely with the United Nations Development Programme (UNDP) to design a training component on strategic communication for communication officers serving in more than 100 locations around the world. The course has been delivered in both French and English to practitioners serving in Africa, Asia, and Europe. A comprehensive training manual was also produced. CDC has also provided similar training to the Executive Privatization Commission in Jordan, the Women's Movement in Morocco, Child Rights Advocates in West Africa, and World Bank Project Staff in Guinea. This training can be tailored to the needs of any agency or organization and delivered in English, French or Arabic.

• Spokesperson Training
  CDC trains spokespersons in media relations, strategic communication and crisis management. This learning has been delivered to newly appointed United Nations Resident Coordinators, UNICEF country representatives, United Nations Country Teams, Consultative Group on Agricultural Research’s (CGIAR) media spokespersons, Civil Society Representatives, and Government Officials. CDC's training differs from many other organizations in that it provides a mix of individual coaching as well as classroom sessions, and through use of digital technology is able to share edited sound-bites with participants during the course. CDC has been privileged to offer this training globally in Asia, Africa, Europe and the Middle East. CDC's business model is to use its Washington based facilitators in combination with regionally based journalists. In Cambodia for example CDC worked with the BBC Asia correspondent based in Hanoi and in Fiji CDC worked with a panel of local media including the Fiji Times. Regular facilitators are based in Amman, Dubai, Hanoi, Turin, and the UK. CDC is able to provide coaching for a number of media scenarios that one might encounter in different cultures. This is important since there is no single global recipe for being a better spokesperson.

• Developing a Communication Strategy
  CDC has helped many organizations to think through a communication strategy for either behavior change communication or to advocate an issue. CDC recently worked closely with the UNIFEM to help advocates against violence against women work more effectively. In Bratislava and Dakar CDC helped two separate groups develop tailored communication strategies that are currently being implemented. CDC provides the core facilitation and brings in regional expertise in areas such as market research, subject matter, and other technical areas. CDC worked closely with the Executive Privatization Commission in Jordan and its extended team made up of state owned enterprises to help work through a strategy to increase awareness and understanding of the benefits and costs of privatization.
  
  

  • CDC has also just recently completed a communication strategy for the World Bank on boosting public-private partnerships for health service delivery in Africa. The strategy aims to help place PPPs for health on the international, regional and local agendas of government officials, health practitioners, development and donor agencies and the private health sector among others.

CDC also helped Civil Society organizations work through strategies to promote girls education in Morocco and reform in Mali. In collaboration with UNDP, CDC helped the Haiti office to develop a communication strategy for the National Human Development report as well as six other focus areas including Governance. In collaboration with the Middle East and North Africa Regional Office of UNICEF, CDC developed communication strategies for Polio Eradication in Djibouti, Iraq and Sudan. These workshops can take place over a six day week, or longer, and must be preceded by some data collection (analysis of the situation, market research, problem identification etc). Training can be provided in English, French or Arabic.